OKX has
expanded its deal with Manchester City through a new three-year agreement that makes it the popular
English football club’s Official Sleeve Partner. The new deal is worth $70
million, the Seychelles-based cryptocurrency exchange told CoinDesk today (Friday).
OKX
launched its first official global brand partnership with Man City in March
2022. Months later, it became the club’s official training kit partner
for the 2022/2023 season.
The new deal unveiled on
Friday at the Etihad Stadium in England builds
on these previous partnerships. The agreement avails OKX of a bigger opportunity for brand
positioning.
“As part of
the expanded deal, the OKX brand will feature on the left sleeve of both the
men’s and women’s first team playing kits and will retain its position on the
left sleeve of the first team training kits, in addition to appearing across
further digital and physical club assets,” OKX explained in a statement.
Beyond Man
City, OKX’s portfolio of brand partnerships includes the British motor racing team, McLaren
Formula 1 and F1 Driver, Daniel Ricciardo, Olympian Scotty James, and film
promoter the Tribeca Festival. However, OKX told CoinDesk it passed Man City’s
“litmus test” before the new agreement scaled through.
Sports Sponsorship Nightmare in Crypto Industry
In 2021,
FTX and Crypto.com splashed over $1 billion on sports
sponsorships, with the latter securing the
right to sponsor the
Ultimate Fighting Championship for 10 years through a $175 million deal. However, the collapse of FTX in November 2022 left
several of the bankrupt crypto exchange
